Search

Opinions: 

Travel Tech

In Forrester’s annual report, the consumer search landscape is looked at in more detail, particularly in terms of what kind of search consumers prefer. This is quite an interesting topic as search is absolutely crucial for tourism organisations and destinations to be found on the web. How are consumers actually finding websites and what are consumer preferences in terms of search? These are core questions that tourism organisations need to be aware of, especially in the fast changing digital world (SearchEngineLand).

Consumers and Search

Consumers prefer organic search according to a study conducted by Forrester. In 2012, 54% of respondents found websites through natural search results through search engines such as Google or Bing, etc. This is an increase from the previous year. Besides preferring natural results, social networking sites were the second most popular resource. 32% of consumers are using Facebook, Twitter, Google+ Linkedin and other networks for search purposes. Social Networks have actually experienced the biggest increase from previous years, indicating, that search is also becoming increasingly social. This development will be interesting to monitor over the upcoming years, as they might in the future even catch up with the popularity of search engine results.

Paid Search

Investments into paid search are still on the rise, although this research from Forrester revealed that only about 18% of consumers are actually using paid search ads for discovering websites. There seems to be a disconnect between investing in paid ads and consumer preferences. With regards to consumers’ preferences in terms of using links to fins websites, 28% of consumers stated they used links from websites to find other sites. This is quite an interesting finding.

In the future, tourism organisations and destinations need to be aware of consumer preferences in terms of search. Investments into paid search need to be thought through and be in line with overall marketing goals. Search is becoming more social, however, natural search engine results are still important. The important thing to consider is that it is the consumer at the center of everything, making it absolutely crucial for organisations to consider consumer preferences when planning any marketing activities as search is still a very powerful tool in tourism.

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge